Mobile Payments in Health Crisis: A Comprehensive Approach to Analyzing Consumer Behavior in Emerging Markets

Abstract

This study investigates the primary elements that affect the acceptance of mobile payment systems (MPS) in emerging markets during health emergencies such as the COVID-19 outbreak. By integrating the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) with the Health Belief Model (HBM), as well as incorporating constructs like trust and uncertainty avoidance, the research provides comprehensive insights into MPS usage behavior in emerging markets. Data were collected from 362 participants in Saudi Arabia via an online survey. The collected data underwent analysis using two methods: partial least squares structural equation modeling (PLS-SEM) and necessary condition analysis (NCA). The results indicate that the intention to adopt MPS is significantly influenced by perceived susceptibility, perceived severity, social influence, performance expectancy, effort expectancy, facilitating conditions, and trust. However, hedonic motivation does not exert a meaningful impact. Furthermore, uncertainty avoidance moderates the relationship between user intentions and the actual utilization of MPS, highlighting the cultural dimension's role in technology adoption during crises. These results offer valuable theoretical contributions by bridging health-related constructs with technology adoption frameworks, while also providing actionable insights for practitioners. Policymakers and businesses can leverage these findings to enhance MPS adoption by addressing users' perceived risks, building trust, and tailoring strategies to cultural contexts, particularly during health emergencies.